EXB Coin White Paper

Marketing Planning


One major underlying strength of this project is the considerable marketing experience of the team members, from global brand development, database and direct marketing, email marketing, social media, and paid media networks. We shall deploy the latest high conversion strategies through a funnel stacking strategy

Funnel Stacking Strategy

Stacking is where multiple components of software or communications are layered to create a composite outcome. In Marketing, each stack comprises email, autoresponders, campaign objectives, heat maps, and tracking pixels to generate intelligent data sets from which changes and improvements can be made, each one a discrete process with measurable outcomes.

funnel-stacking-strategy

 

Three separate marketing stacks will drive visitors and users to the site;

  • An Organic Stack driving traffic through search engine listings, members viral sharing, and public relations.
  • An Affiliate Stack where members, List Owners, and Influencers are paid a commission for promoting the brand and layered offers, and,
  • A Paid Media Stack comprising Ad Networks, Social Media Advertising in Linkedin and Facebook, and wider Media Buys for Direct and Traditional Media.

The TGE objective is to drive more than 1,000,000 visitors to the whitelist/TGE/KYC pages (including free gift) during the 8 week TGE. Post TGE our objective is to initially drive more than 2,000,000 visitors to the platform in the first 12-18 months, to a Free Entry Membership.

Member nurturing draws them up through the “Inverted Funnel Stacktm” where separate funnel sequences are layered on top of each other – each with a unique objective and targeting a different needstate; to raise awareness in the user of their need to change, to influence them to consider making the change required, to encourage and thereby build the intent, before facilitation the action steps needed to deliver participation in the Membership.

The Psychological Needstates23

  • Significance
  • Connection
  • Growth
  • Contribution
  • Certainty
  • Variety

Each coloured layer stack in the model uses a different combination of Psychological Needstates, Tags, Bots, Emails, and Cookies drawing the user further into the benefits and desire to use the Platform and the Token, ultimately drawing the user deeper into the experience and conversion.

The stacked funnels facilitate the various crossover points and “open loops” that will come from the user experience segmentation depending on Educational institutions, the Online Academy, Seminars and Conferences, or City Groups. This delivers an exponentially faster conversion process with multiple touch points.

Finally, at member immersion, there are 7 levels of Membership available all at different price points to suit all budgets; Green, Purple, Gold, Platinum, Diamond, Ruby, and Black.